Apple Shop is expected to receive $52.5 billion in 2025, more than Google Play and Steam combined.

Last month, Sensor Tower, in his 2026 Mobile Market Status report, noted that, for the first time, consumer spending on non-play applications exceeded the game, despite the fact that global players invested as much as 4,44.63 billion hours in mobile games in 2025, and that game revenues increased by a small 1 per cent compared to 2024.

In the previous Game Industry Report 2026, Sensor Tower further analysed the specific performance of mobile, PC and mainframe games in 2025 and prejudged trends in 2026. Focus mobile game market, reporting that Apple Store earned a record $52.5 billion in 2025, a slight increase of 0.6 per cent over the previous year. This figure still exceeds the sum of Google Play ($30 billion) and Steam ($11.7 billion). However, Steam runs at 13 per cent of the same rate.

In terms of total downloads, the situation is quite different: App Store recorded 7.8 billion downloads (5.7 per cent less than the same year) and Google Play recorded 42.4 billion downloads (7.3 per cent less than the same year). Steam had 857 million downloads, an increase of 6 per cent over the previous year. In terms of new game distributions, App Store added 553 million games in 2025, an increase of 11.4 per cent over the same period, well below Google Play ‘ s 150,000 (45.9 per cent over the same period), but still ahead of Steam ‘ s approximately 20,000 new ones (8.4 per cent over the same period). The report makes it clear that Roblox occupied an absolute dominant position in the market in 2025, with a monthly active user assessment of nearly 450 million people, including nearly 100 million users from the iOS platform.

In the United States market, Roblox has become the preferred application for both male and female users between the ages of 18 and 54. The Royal War ranks second among male users in this age group, while the second among female users is Block Blast! For the group of users aged 55 and over, the Smart Play platform under the New York Times is the most popular application.